There's no single best way to sell online. The right choice depends on what you sell, how many products you have, and how much of the customer relationship you want to own. Here's how the main options compare.
Marketplaces (Etsy, Amazon, eBay)
Good for: getting started, and being found by people who are already shopping.
The catch: fees on every sale, very little control over how your shop looks, and the customer belongs to the marketplace more than to you. You're also one rule change away from a bad month.
A hosted shop (Shopify and similar)
Good for: businesses with lots of products, stock to manage and regular orders.
The catch: a monthly subscription plus app costs that creep up, and a shop that can look like everyone else's unless you invest in the design.
A shop built into your own website
Good for: a smaller range of products, gift vouchers, deposits or bookable extras alongside a service business.
The catch: nobody's sending you shoppers, so you'll bring your own traffic from social media, email and search. In return you keep the customer, the design and more of each sale.
Plenty of businesses use more than one: Etsy to be found, their own site for repeat customers.
What UK sellers need, whichever you choose
- Clear delivery and returns information. For most goods bought online, customers have a legal right to cancel within 14 days under the Consumer Contracts Regulations.
- Terms of sale covering payment, delivery, returns and faulty items.
- A privacy policy, because you're handling customers' personal details.
- Secure payments through a recognised provider such as Stripe or PayPal, so card details never touch your website.
GOV.UK's guide to online selling covers the rules in more detail.
Not sure which fits?
I can add a shop to any website package, or tell you if you'd be better off on a marketplace for now. Tell us what you sell.
This article is general information, not legal, tax or financial advice. Rules change, so check the official guidance for your own situation.
